Triboo, a data driven strategy

«I dream of an inclusive, sustainable and international Triboo». Giulio Corno, the manager who 11 years ago founded the group active in the e-commerce and digital advertising sector and then made it debut on the Aim segment of the Italian stock exchange in 2014, told his story to MFF. The founder (and ceo, since 2005, ed.) of the company, which recorded revenues of 67 million euros in the first nine months of 2021 (+28%), spoke in this interview about the special liaison between Triboo and fashion. Starting from the Moscova district market project to partnerships with top players such as Chiara Ferragni, Moschino or Alberta Ferretti, whose e-store is managed by the company. «Made in Italy, especially fashion industry, is still a source of pride for the country and it would be a waste to not enhance it». The focus was also on future strategies, such as the creation «of a real data driven agency» managed by Angelo Palumbo, ceo of Blogmeter (of which Triboo holds 14%).

How was Triboo born and what does it deal with?

The name comes from the fact that we wanted to offer our partners a sort of protection, a unique container in which bringing together different companies to form an actual tribe. Today, Triboo offers many services available within a single reality and it can offer a wide-ranging expertise and determining support in the internationalization process, to companies wishing to address the process of digitization. The group is active mainly in two macro-areas, digital and media, and in four continents thanks to the expertise of over 650 professionals.

What is your link to fashion?

We were born as an e-commerce player and in all these years we gained a far-reaching experience in the sector. Our goal was to become a 360° partner for companies, and today we are. Triboo offers services in full outsourcing: from the platform itself to the management of the warehouse and logistics. We can show our clients the winning strategy and offer them the necessary resources to face a rapid both online and offline growth. Currently, we deal mainly with fashion stores, but the pandemic is changing this trend.

How much importance does the industry have?

Cnmi-National chamber of Italian fashion foresaw a growth of 20.5% for 2021 compared to 2020, driven by international trade, with results between +35% and +45% towards the main global markets. Made in Italy, especially fashion industry, is still a source of pride for this country and it would be a waste not to enhance it.

Tell us about the Moscova district market project... 

The Moscova district market is a format developed by Innovas, a company specializing in private & flash sales for fashion, beauty and design brands. The company’s strengths are a database that, in just one year of activity, has more than 150,000 profiled customers and an exhibition space of over 1,000 square meters in the heart of Milan. The showroom is the perfect setting to enhance unsold inventory and optimize profit margins, and Triboo has a portfolio of clients interested in the online to offline trend. The possible synergies between these two realities seemed obvious to me.

Are you planning other initiatives that look at fashion?

As part of our corporate operations, we have acquired the majority of Adglow, a company specializing in social advertising, and a stake in Blogmeter, a pioneer in web and social media monitoring and sentiment analysis. The result of these recent acquisitions will lead to the creation of a real data driven agency, managed by Angelo Palumbo, ceo of Blogmeter, which we will soon launch.

Has the pandemic accelerated the digitalization of luxury?

The process of digitalization of the country was already underway and Covid has only accelerated this necessary evolution. We cannot ignore the fact that adopting a multichannel strategy is a decisive element for the growth of any business, especially if you want to grow abroad. Just think of China. It represents a large slice of the luxury market and the quickest way to penetrate it is through the opening of digital sales channels. Triboo, thanks to East Media and the Shanghai office, can open a flagship store in record time, as happened in the case of Philipp Plein and Stefano Ricci’s store.

The online-offline binomial. What does it involve?

The pandemic has highlighted two great aspects: the efficiency of big players, reliable even in times of need without having to leave home, and the importance of neighbourhood life. For the moment, I think the right choice for all businesses is to invest in an online strategy in order to enhance the offline. Maybe one day this will all change. The success of blockchains, the metaverse and cryptocurrencies makes us realize that things are rapidly changing.

Some fashion system personalities such as Chiara Ferragni have turned to Triboo for online sales. Why do you think that is?

The launch of Chiara Ferragni's store within just a few months was one of the most exciting projects of the year. I confirmed that we are the ideal partner to accompany start-ups or brands in their development phase through the process of digitalization and internationalization. When a company becomes large enough, it can decide whether to internalize the process, but often some skills are difficult to replace. Triboo is able to offer solutions and expertise in different areas, from digital and influencer marketing to content creation.

In September you acquired a stake in Blogmeter. Are you planning other similar investments? 

We are always looking for innovative ideas and partners but, for the moment, we are focusing on strengthening and completing the growth path outlined in the 2020-2022 business plan, and then we will discuss about future challenges. (All rights reserved)